Search engine optimisation is a crucial component of your organisation’s B2B digital marketing strategy. Integrating the right keywords across your online domains is at the heart of maximising your visibility, but how can you determine which ones will be the most effective?
In 2017, it was found that those in the top position on Google search had an average click through rate of 21%, whereas second and third generated 10% and 7.5% respectively.
Search engine optimisation is highly relevant to those operating in the B2B sector, with their target market typically facing far more complex buyer decisions than other consumers. This is often due to the scale and cost of their purchases as well as the extensive technical considerations that must be taken into account during their customer journey.
For this reason, it’s crucial that you’re able to effectively and directly reach your B2B audience to boost awareness and reassure them that you can meet their distinct needs.
By identifying the most appropriate keywords for your business and integrating them into your content you have the opportunity to optimise your search ranking and, as a result of this, enhance reach.
The Process of Keyword Research
When identifying the best keywords for your business, there’re a number of useful tools that can help to streamline the process.
Start by narrowing down a list of terms that are highly relevant to your business and its offering, these can often be found on your website. Once your list has been refined, the identified terms can be entered into SEMRUSH. This tool helps you track which keywords your website is currently ranking well for, and which don’t offer sufficient value.
Another beneficial domain to use when conducting keyword research is Google Ads’ Keyword Tool. This tool allows you to enter multiple keyword phrase suggestions and then provides you with a list of the keywords that are of the highest relevance. These results can be arranged in terms of average monthly searches, showing which keywords consumers are most commonly using.
When using Google Ads’ Keyword Tool, you’re able to compare the monetary value of each keyword as well as their level of competitiveness. It’s essential to take this into consideration when making your keyword choices, as opposed to purely focusing on the amount of monthly views each keyword receives.
Typically, keywords that have a higher cost per click are more sought after by those placing advertisements. By identifying these terms your business has the opportunity to leverage well-ranking keywords, enhancing your SEO and increasing your position in competitive search results.
Whether you use SEMRUSH and then enter the keywords found into Google Ads, or just search exclusively on one of these domains, such tools can offer your business immense value when researching keywords.
Our Top Tips for Choosing the Right Keywords
1. Know your Customer
It’s important to gain a sound understanding of your target audience and their behaviour. You need to determine the language they’re likely to use when searching for your type of offering on Google, so that you can include these unique terms in your content.
Essentially, it all comes down to clearly defining commonalities in the way your target audience thinks and acts. Conducting thorough research of your market can assist in doing this, as can tools such as SEMRUSH and Google Ads.
2. Examine your Competitors
What are other businesses in your industry doing?
When determining which keywords would be best for your organisation, looking to your competition can offer valuable insights. By doing this, you can identify what’s working for them and decide whether there are any opportunities for you to optimise your keyword usage in a similar way.
A great starting point is making a list of your key competitors and visiting their websites to discover the keywords that they’re targeting. This research can help to broaden your own ideas, and assists in building an extensive list of effective keywords relevant to your sector.
3. Leverage Long-Tail Keywords
Long-tail keywords are short phrases that include three to five terms. As they’re generally less competitive than shorter keywords, they can prove to be highly effective when trying to increase your search engine ranking.
Long-tail keywords are typically less sought after, meaning that they offer a cost effective and low risk solution to boosting your search engine optimisation.
“Long tail SEO accounts for 70% of searches” – Common Places Interactive
When consumers use long-tail keywords, it’s likely that they have a good idea of what exactly they’re looking for. So even though the search volume is generally lower than that of one or two keywords, you’re able to attract highly targeted traffic with serious purchase intention.
Want to find out more?
For more information about keyword research, or to speak to an experienced marketing professional, please do not hesitate to get in contact with the Lead Agency today. We’re experts in B2B digital marketing, and can help your business improve the effectiveness of your current B2B marketing strategy.